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7 November 2019

A step-by-step guide: Planning and creating content consistently

BY: Instagram Business Team

San Francisco, CA, US

Read this guide for tips on how you can create content consistently and build a brand for your business on Instagram.

Step 1: Four tips to keep your look and voice consistent

Maintaining a consistent look and voice across your photos and videos is important to build your brand on Instagram. Keep your look and voice consistent with these four tips:

Feature colour schemes that you already have.

Take a closer look at the aesthetic that you've already created for your business on and off Instagram. If you feature a specific colour scheme in your physical products, logo, website or physical shop, incorporate that palette throughout your posts.

Four tips to keep your look and voice consistent
Use a consistent colour palette across photos and videos.

For example, take a look at how @blooms_france features pink hues through their grid. You can even use the eyedrop tool in stories to get colours that match your products.

Take photos and videos that have a consistent theme.

Think about how you can take photos or videos in a very distinct way, so that your community recognises your posts immediately. For instance, you can regularly post bird's-eye shots or share before and after shots.

Keep a consistent tone when you speak to your community.

Whether it's through captions, responses to comments or Direct when messaging specific people in your community, maintain a consistent tone when speaking to people on Instagram.

Step 2: Plan your content calendar in five steps

Creating content consistently can feel challenging, especially if you are already busy running your business. Planning your posts and stories in advance with a content calendar can help with this.

Take a look at this sample content calendar that a restaurant created. Download a PDF version of a content calendar that you can use here.

Here is how you can use the content calendar above:

Plan your content calendar in five steps
Plan your content calendar in five steps
In the content calendar above, identify overarching themes.

Think about the type of posts that you want your business to share, such as behind-the-scenes coverage or product shots. This way, you can remember to incorporate those themes through your photos and videos. For instance, @blooms_france likes to promote the theme of DIY, so they regularly create videos of DIY projects.

Determine the best visual format and type to convey your message.

Consider all your options – carousel posts to get people swiping through your photos and videos, stories to capture real-time moments, videos to grab people's attention and more – to make sure you get your message across.

Compose your captions ahead of sharing your content.

This way, you can just copy and paste the caption when the time comes to share your post or story. Don't forget to include hashtags to reach more people.

Plan the dates.

Determine when you're going to share posts or stories, depending on your business' calendar. Don't forget to also set a date for when you will have all the visuals ready. Make sure that you also integrate any holidays that your community may be celebrating. @blooms_france, for instance, planned a series of posts for the Christmas season.

After creating your calendar, choose how you want to create photos and videos – throughout your day or in bulk.

You can shoot a specific number of photos or stories each day, carve time to do it all at once – or both.

Step 3: Create a DIY photo studio

When Bloom's customers receive their bouquets, they get tutorial videos on how to arrange their bouquets. Bloom's creates these videos themselves. "We have a very small set up because we want to promote the DIY side of the business," Bloom's founder, Clement Roussel, said. "And we create the content ourselves every week, every day."

Here are things that you can consider including at your in-home studio:

• A backdrop. You could use a piece of fabric or even just a piece of white paper to make the subject of your shot stand out.

• A light, such as a ring light, or natural light from a window. Having ample lighting can enhance the quality of the photo.

• Props. Items that can complement your products in your photos and videos, such as a vase if you are taking photos of flowers.

• A reflector. Material for reflecting light onto a subject, such as a piece of metal or fabric. Reflectors can be used to enhance the light on a subject. You can even create a reflector at home using aluminium foil on a piece of poster board.

• A camera. You can use your phone or even a DSLR camera.

• A tripod for your camera or phone. You can prop your phone up against a wall or buy a tripod to stabilise your photos.

BY: Instagram Business Team

San Francisco, CA, US